Image Repair Theory and Corporate Reputation

Abstract

This chapter explicates image repair theory. It begins with the history and background of the theory showing how it integrated several diverse approaches to repairing a damaged image. Image repair theory has been applied in a variety of contexts, including political, corporate, sports/entertainment, and international cases. The chapter lays out the assumptions of the theory discusses the two key elements of a threat to an image, describes image repair strategy, discusses the importance of perceptions and of the audience, and sketches future areas for research. Reputation is important for several reasons. Corporations need to maintain a positive image in order to attract investors and customers. They must also avoid trouble with federal regulators, which can be a threat in some crisis situations. Image repair theory assumes that face, image, or reputation is important to individuals and organizations and image repair discourse is a resource for repairing that image.

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